What Is The Calculation Behind Romney’s Campaign Of Lies?

The Romney campaign has turned to a strategy of swamping the public with flat-out, blatant lies, one after another, again and again, endlessly and lavishly repeated. They do this because they are making a calculation that it will work! So what is going on? And can democracy survive this assault?

This one on welfare reinforces the “Democrats take your money and give it to black people” narrative. “We will end a culture of dependency and restore a culture of good, hard work,” said Romney, promising to make them work good and hard.

How It Is Done

Here is how it works. Each lie is developed in the right’s machine, using something currently in the news to reinforce an ongoing narrative about “liberals.” The lie percolates up through a well-worn process where the germ of the story is planted in smaller outlets, and variations of it are tried out until one seems to resonate. Next, larger right-wing media operations pick up the developed “story” and drive it further. It gets amplified on the radio, FOX News and the right’s newspapers. Finally the corporate media takes it out to more and more people, covering themselves with the claim they are just “reporting” on a “story” that is “already out there.”

One way or another the lie is repeated and repeated and repeated (and repeated) in various forms through various channels that reach various target groups, until it becomes a “truth.” Once it has become a “truth” the Romney campaign uses this “truth” to claim Democrats and President Obama are harming the country.

The Solyndra story is a good example. The right developed a lie about “cronyism,” claiming that a Democratic donor is “tied to” solar-panel manufacturer Solyndra because a foundation with his name on it was an investor in the company. Because a foundation was the investor there was no possibility for the donor to benefit. But that doesn’t matter, they used this “tie” to spread a lie the Obama administration was steering money into someone’s pocket, and they repeated it and repeated it and repeated it.

After months of repetition of this lie, the Romney campaign understood that the lie has become a “truth,” and is using that “truth” themselves in campaign ads and Romney’s stump speech! Romney talks about “cronyism” in the Obama administration, understanding that much of the public now believes this is established fact.

The Calculation

The Romney campaign is limiting media access to the candidate and offering little in the way of substantive policy proposals. They are instead using press releases, advertisements, message-trained surrogates, cooperative media like FOX, Drudge, talk radio, allied newspapers and the right’s blogosphere, while coordinating with massively-funded outside groups like Crossroads GPS, Americans for Prosperity, Heritage Foundation and others.

This is a key thing to get, the Romney campaign believes that they can win this election using lies and propaganda as “truths” to drive their campaign story. They are making the calculation that the right’s media machine has become sufficiently powerful for their version of reality to reach enough of the public, and that it is sticking in their minds as “truths!”

They are also making the calculation — so far validated by the media response — that there will be little if any pushback from “mainstream” media. They trust that the media will look the other way, report lies as “one side says X, the other says Y,” tell the public “both sides do it,” and say this is just par for the course.

But if there is media resistance, they are calculating that the right’s own media power can override any pushback that might come. They might also believe they can turn media resistance to their advantage. Decades have been spent convincing their followers to see potentially objective information sources as “the liberal media,” enemy of conservatism, and any pushback for lying could just increase support for their campaign.

So the Romney campaign, like the recent Bush administration, are conscious that they do not need to work with facts. Instead they believe they can “create truth” through the manipulation of perception. This is hardly new in Repubican circles. The phrase “reality-based community” came out of the previous Republican administration’s calculations of what the public will and won’t learn about. This famous quote from Faith, Certainty and the Presidency of George W. Bush by Ron Suskind, explains,

The aide said that guys like me were “in what we call the reality-based community,” which he defined as people who “believe that solutions emerge from your judicious study of discernible reality.” … “That’s not the way the world really works anymore,” he continued. “We’re an empire now, and when we act, we create our own reality. And while you’re studying that reality—judiciously, as you will—we’ll act again, creating other new realities, which you can study too, and that’s how things will sort out. We’re history’s actors…and you, all of you, will be left to just study what we do.”

What Does The Public “Know?”

If you are reading this you are likely very well-informed. You pay attention to the mainstream news, as well as read various progressive sources. But much of the public is not very well-informed, and faces the problem of not knowing what sources to trust. Subjected to a constant battering of corporate/conservative propaganda and disinformation, they are busy, and not ready or able to do the extensive research needed to make informed decisions.

Progressives and “liberals” try to solve this problem by trying to help people get informed. Conservatives, however, try to use it to their advantage, spreading self-serving misinformation.

The well-funded propagandists study and understand the shorthand methods people use to determine what to believe. This is the reason for the ongoing attacks on the credibility of what would normally be seen as trustworthy sources, like PBS, NPR and what the rest of what has been disparaged for decades as “the liberal media.” This is also the reason for the establishment of so many corporate-funded conservative “institutes” and other academic and authoritative-sounding organizations that issue “studies” and “reports” that always echo the corporate-conservative positions.

The “mainstream” corporate media has also undergone a change over recent decades. Many outlets now see themselves as businesses with a product that has to appeal to “the market” to make money. They no longer see their mission to be informing the public so citizens have the information that is needed to function in a democracy, but instead as “maximizing shareholder return,” by “driving traffic” and whatever else it takes to sell advertising. And many people working as “journalists” understand that advancing their own careers means not making waves by being perceived as “leftist” or “anti-business.”

The Test

How are we to respond to a campaign that deliberately deceives the public without shame? This lie about welfare policy comes on the heels of Romney’s lie about voting rights in Ohio, which came on the heels of Romney’s lies about the economy; which came on the heels of Romney’s lies about health care; which came on the heels of Romney’s lies about taxes.

The Republican nominee for president is working under the assumption that he can make transparently false claims, in writing and in campaign advertising, with impunity. Romney is convinced that there are no consequences for breathtaking dishonesty.

The test, then, comes down to a simple question: is he right?

This is a test for the political world, as well as a challenge to the viability of our democratic system. We can expect this to continue and accelerate until election day, driven by hundreds of millions of dollars from billionaires and their huge corporations. The question is, will enough of our misinformed public be tricked by the lies? If this succeeds, what kind of country will we become? What will be left?

Dave Johnson

Dave Johnson (Redwood City, CA) is a Fellow at Campaign for America's Future, writing about American manufacturing, trade and economic/industrial policy. He is also a Senior Fellow with Renew California.
Dave has more than 20 years of technology industry experience including positions as CEO and VP of marketing. His earlier career included technical positions, including video game design at Atari and Imagic. And he was a pioneer in design and development of productivity and educational applications of personal computers. More recently he helped co-found a company developing desktop systems to validate carbon trading in the US.

Feed, Badges & Tools

"The world is a rigged game"

Matt Taibbi at Rolling Stone: “Word has leaked out that the London-based firm ICAP, the world’s largest broker of interest-rate swaps, is being investigated by American authorities for behavior that sounds eerily reminiscent of the Libor mess. Regulators are looking into whether or not a small group of brokers at ICAP may have worked with up to 15 of the world’s largest banks to manipulate ISDAfix, a benchmark number used around the world to calculate the prices of interest-rate swaps.”

On winning and values

So, right-wingers, you want a society where families are stable, where everybody looks like you and shares your Christian faith, and where the government pretty much stays out of your business? It’s not in some Randian fantasy, it’s right here in the USA.